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Social networking in Canada - statistics & facts

Over the past few years, social media has become a vital tool for communication, information, business, and entertainment. All around the world, internet users integrate photo-sharing platforms, messaging apps, and social networks into their daily personal and professional lives. The social media phenomenon that has swept across the globe has also visibly transformed the digital landscape in Canada. After years of constant growth, the number of social network users in Canada now stands at a record 25.35 million. With a social network penetration rate of 67 percent, the country has one of the world's most connected populations. According to industry experts, more than 80 percent of Canadians are set to embrace social media by 2025, a trend that could pose both opportunities and challenges to the country's digital infrastructure.

Social media usage trends

Social media is one of the most popular online activities in Canada. In 2019, Canadian internet users spent an average of 138 minutes per week browsing through social networks, liking and commenting on posts, and sending direct messages. As Canadians are gradually switching from desktop computers to portable devices, these online activities are increasingly carried out via smartphone or tablet. Today, over 40 percent of all online traffic in Canada is generated via mobile, and the country's active mobile social media penetration currently stands at 96 percent. One platform that has boosted mobile usage in Canada like no other is Facebook: As of 2020, Facebook is the leading mobile social media website in Canada, generating almost three times as many visits as second-ranked platform Pinterest.

What are the leading social media platforms in Canada?

As of 2020, Facebook remains the most popular social media website in Canada, with a market share of over 60 percent. The U.S.-based social network has dominated the Canadian market for several years, and thanks to the ever-increasing number of account holders, Canada's Facebook penetration rate for example surpasses that of the United States. But not only does Facebook outperform other leading platforms and apps like YouTube across all Canadian provinces, but the conglomerate also owns many of its most successful competitors. Having added Instagram and WhatsApp to its portfolio in recent years has secured Facebook a prevalent position in Canada and across North America.

Social media marketing in Canada

With regular usage and increased interactions, social networks are quickly becoming a powerful marketing tool for brands and companies across Canada. In 2019, social media advertising spending in Canada amounted to 1.69 billion U.S. dollars, and by 2024, this figure is set to reach 2.2 billion. Considering that both social media usage and online shopping rates have seen an unprecedented upswing amidst the coronavirus (COVID-19) pandemic, the impact of social media on Canada's economic landscape has become more visible than ever.

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Social media usage in Canada

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